We take the daily ritual of selecting clothes very seriously. Our creative research and design process takes us back to this very important decision we make every morning as our daily grind begins. As the most straightforward fashion decisions can only be made with a nice selection of comfortable clothing, what sets Straightforward apart is that we are choosing fabric, rather than fashion, as the area where we want to excel. On our visual diary, we put together things from Straightforward's wardrobe to make daily style options that could be made with what's on your closet too. We understand that finding the right clothes to match every morning is a pain. So, we've made it a daily mission since 2011 to make dressing up more Straightforward.